EconPapers    
Economics at your fingertips  
 

Global account management strategies: Drivers and outcomes

Linda Hui Shi, J Chris White, Shaoming Zou and S Tamer Cavusgil
Additional contact information
Linda Hui Shi: University of Victoria, Victoria, Canada
J Chris White: Texas Christian University, Fort Worth, USA
Shaoming Zou: University of Missouri, Columbia, USA
S Tamer Cavusgil: Georgia State University, Atlanta, USA

Journal of International Business Studies, 2010, vol. 41, issue 4, 620-638

Abstract: Global account management (GAM) has become a vital part of many multinational enterprises’ global marketing. Yet little is known about successful GAM strategies. In this study, we conceptualize GAM strategies, and develop and empirically test an integrated theoretical model that links GAM strategies to their drivers and outcomes. We find that: (1) global strategic priority and globalization are significant drivers of four GAM strategies – inter-country coordination, inter-organizational coordination, marketing activities standardization, and global integration; (2) inter-country and inter-organizational coordination have significant main effects on GAM performance, while global customer demand positively moderates the effects of marketing activities standardization and global integration on GAM performance; and (3) GAM performance significantly influences relationship continuity. We discuss the theoretical and managerial implications, and provide suggestions for future research.

Date: 2010
References: Add references at CitEc
Citations: View citations in EconPapers (8) Track citations by RSS feed

Downloads: (external link)
http://www.palgrave-journals.com/jibs/journal/v41/n4/pdf/jibs200926a.pdf Link to full text PDF (application/pdf)
http://www.palgrave-journals.com/jibs/journal/v41/n4/full/jibs200926a.html Link to full text HTML (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:jintbs:v:41:y:2010:i:4:p:620-638

Ordering information: This journal article can be ordered from
http://www.springer. ... nt/journal/41267/PS2

Access Statistics for this article

Journal of International Business Studies is currently edited by John Cantwell

More articles in Journal of International Business Studies from Palgrave Macmillan, Academy of International Business
Bibliographic data for series maintained by Sonal Shukla ().

 
Page updated 2019-06-04
Handle: RePEc:pal:jintbs:v:41:y:2010:i:4:p:620-638